Find out how understanding shopper behaviour allowed Jagermeister earn a 45% boost in market share and gain the accolade of category captain in the Liqueurs and Shooters category. The alcohol industry is a dynamic and highly competitive environment that requires ever-increasing merchandising and marketing expertise. DGB (PTY) Ltd wanted to fully understand the value of category purchase drivers, as well as the in-store behaviour of the existing shopper base. They also needed a short course on the role that displays play in further developing their brand.

Revealing Insights for Success.

• Shopper Behaviour Insights: Learn how understanding shopper behaviour propelled Jagermeister to a 45% market share boost, making them a category captain in Liqueurs and Shooters.
  
• Competitive Alcohol Industry: Recognise the dynamic and fiercely competitive nature of the alcohol industry, demanding continuous growth in merchandising and marketing expertise.
  
• Value of Purchase Drivers: Discover how DGB (PTY) Ltd aimed to comprehend the significance of category purchase drivers and the in-store behaviour of their existing shopper base.
  

• The Impact of Displays: Understand how DGB (PTY) Ltd sought to enhance their brand through a better understanding of the role that displays play in the ever-evolving landscape of the alcohol industry.

Objectives

• Understand shopper dynamics within the digestif and shooter categories.
• Gain insight into how Jageermeister performed in the whole liqueur and specialities aisle.
• Build knowledge on how displays play a role in brand development.

Solution

• VF!’s customised shopper analysis model was applied to collect a full spectrum of behavioural data.
• We conducted in-depth research comprising shopper interviews, a behavioural analysis of shoppers in store, a scale audit of the liqueurs and shooters category across multiple stores, a sales data analysis and range rationalisation.

Outcome

• Understood the value of purchase drivers and in-store behaviour to grow their brand.
• Learned which solution worked best to increase the level of product relevance with shoppers.
• Increased Jagermeister market share by 20% in Shoprite and 45% in Checkers.
• Download the full case study.